I don’t know if you can get more 90s than with this video, which features Rob Thomas leading a camel through a bowling alley and then becoming a news anchorman while his bandmates do things like sell steak from an ice cream truck, work as a waitress, and appear in cereal commercials.
You can debate what all of the symbols mean. I suspect that it doesn’t mean much at all. This song and video were very popular when I was in high school but even then when we all secretly suspected that the way Rob Thomas sang, “head honcho,” would seem progressively less cool over time.
This is one of the many videos to be directed by Matthew Rolston. He’s also done videos for everyone from Jennifer Love Hewitt to Jewel to Jessica Simpson to David Bowie and Seal. You know that video for Kiss From A Rose that doesn’t feature any clips from Batman Forever? That was Rolston.